…And Tactics

As more CEOs embrace transparency spin becomes less of an option, according to Don Spetner, chief marketing officer for Korn/Ferry International. "Spin has hit the wall, and
both PR people and CEOs have to get out of that mindset," he says. In the 1990s, CEOs were rewarded for hyping their companies -- regardless of long-term prospects - and stock
prices. "There's been a complete 180 from the celebrity CEOs," Spetner says. With the public, government and media ever suspicious about corporate motives, he adds, "CEOs have to
be consistent in all of their relations and think through things carefully...The concept of spin is a very dangerous thing."